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Description

Description

“Social advertising spend is on the rise and shows no sign of slowing down. While display ads still play a key role in terms of brand awareness and new product discovery, getting the most out of social media marketing requires a greater emphasis on aiding networkers in conducting deeper research and helping them find information that is truly relevant to their needs.”
– Bryant Harland, Technology Analyst

This report answers the following questions;

  • Is social media advertising delivering a return?
  • What is social media’s role in brand engagement and awareness?
  • Reaching the infrequent social media user
  • Individuals with children in household more like to use social media daily

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Degrees of social media usage
                      • Degree of social media interaction
                      • Executive Summary

                        • Overview
                          • The market
                            • Figure 1: Daily social media usage, March 2014
                            • Figure 2: Weekly social media usage, March 2014
                          • The consumer
                            • Figure 3: Any consumer interaction with companies on social media, by gender and age, March 2014
                            • Figure 4: Consumers’ product and brand research habits, March 2014
                          • What we think
                          • Issues and Insights

                              • Is social media advertising delivering a return?
                                • The issues
                                  • The implications
                                    • What is social media’s role in brand engagement and awareness?
                                      • The issues
                                        • The implications
                                          • Reaching the infrequent social media user
                                            • The issues
                                              • The implications
                                                • Individuals with children in household more like to use social media daily
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Prove It
                                                          • Trend: Switch Off
                                                            • Trend: Collective Intelligence
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Native social advertising growth outpaces social display ad growth
                                                                  • Figure 5: US Social display ad spend vs Native display ad spend (billions), selected years, 2013-18
                                                                • Mobile the biggest area of growth for digital advertising
                                                                  • Figure 6: Mobile and desktop digital ad spending (billions), 2012-18
                                                              • Market Drivers

                                                                • Key points
                                                                  • Internet access expands across the globe, speed increases in the US
                                                                    • Figure 7: Websites vised daily, by device used most often to visit a social media site, March 2014
                                                                    • Figure 8: US Residential internet connections (in millions) at least 3 Mbps downstream and 768 Kbps upstream, 2008-12
                                                                  • Even more consumers increase mobile connection speeds
                                                                    • Smartphone hardware penetration continues to grow as costs decline
                                                                      • Figure 9: US manufacturer sales of smartphones, 2007-13
                                                                    • Pressure mounts from privacy advocates and legislators
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Fighting for consumers’ time
                                                                          • Consumers’ desire to disconnect
                                                                            • Figure 10: Ways in which the internet is integrated into respondents’ lives, by social media/networking websites – how often, April 2013-December 2013
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • Major players
                                                                              • Facebook
                                                                                • YouTube
                                                                                  • Google+
                                                                                    • LinkedIn
                                                                                      • Twitter
                                                                                        • Instagram
                                                                                          • Pinterest
                                                                                            • Potential industry disruptors
                                                                                              • Snapchat
                                                                                                • Polyvore
                                                                                                • Innovations and Innovators

                                                                                                  • adidas creates its own social game
                                                                                                    • Figure 11: Fast or Fail start screen, March 2014
                                                                                                  • Land Rover launches its own social platform
                                                                                                    • Figure 12: Land Rover Hibernot homepage, March 2014
                                                                                                  • IBM: Let them have data
                                                                                                    • eBay’s “Smart Hashtags”
                                                                                                      • Nuzzel: Social buzz-based content curation
                                                                                                        • Figure 13: Nuzzel homepage March 2014
                                                                                                      • Delta and LinkedIn partner up to provide access to innovation
                                                                                                        • AVG uses Facebook data to build a new app
                                                                                                        • Marketing Strategies

                                                                                                          • Overview of the brand landscape
                                                                                                            • Organizations take control of their news
                                                                                                              • Figure 14: Crew of the Soyuz spacecraft October 2012
                                                                                                            • Brands engage in social debate
                                                                                                              • Figure 15: Dove “Real Beauty Sketches” April 2013
                                                                                                            • Does viral always mean valuable?
                                                                                                              • Figure 16: Volvo Trucks “The Epic Split feat. Van Damme (live Test 6)” November 2013
                                                                                                              • Figure 17: Volvo Trucks “The Hook (Live Test 4)” September 2013
                                                                                                            • Automated responses lead to social marketing gone awry
                                                                                                            • The Role of the Internet, Social Media in Consumers’ Research Habits

                                                                                                              • Key points
                                                                                                                • Consumers’ internet research habits and other media
                                                                                                                    • Figure 18: The internet’s impact on consumer research habits, by age, April 2013-December 2013
                                                                                                                  • Internet research more prevalent among higher-income households
                                                                                                                    • Figure 19: The internet’s impact on consumer research habits, by household income, April 2013-December 2013
                                                                                                                  • Social media users are hunting for information
                                                                                                                      • Figure 20: The internet’s impact on consumer research habits, by frequency of visiting social media/networking websites, April 2013-December 2013
                                                                                                                      • Figure 21: Frequency of using any social media, by gender and age, April 2013-December 2013
                                                                                                                      • Figure 22: Consumer interaction with product and company content on social media, by gender and age, April 2013-December 2013
                                                                                                                    • The impact of user reviews
                                                                                                                        • Figure 23: Consumer interaction with product and company content on social media, by age, April 2013-December 2013
                                                                                                                    • Social Media in Context

                                                                                                                      • Key points
                                                                                                                        • Social media usage and frequency of visitation rising
                                                                                                                          • Figure 24: Incidence of social media usage, April 2011-December 2013
                                                                                                                          • Figure 25: Frequency of using social media, April 2011-December 2013
                                                                                                                      • Social Media Usage Frequency by Website

                                                                                                                        • Key points
                                                                                                                          • Consumer social media usage frequency – Facebook leads daily visitation
                                                                                                                            • Figure 26: usage of social media websites, March 2014
                                                                                                                          • Young men are active across numerous networks
                                                                                                                            • Figure 27: Daily usage of social media websites, by gender and age, March 2014
                                                                                                                          • Frequency of interaction on social media
                                                                                                                            • Figure 28: Social network usage, March 2014
                                                                                                                          • Social media usage frequency and interaction with companies
                                                                                                                            • Figure 29: Social network interaction with friends, companies and organizations, March 2014
                                                                                                                        • Hardware Ownership of Social Networkers

                                                                                                                          • Key points
                                                                                                                            • Laptops lead as primary social media access devices
                                                                                                                              • Figure 30: Hardware used most often to access social media, March 2014
                                                                                                                            • Younger consumers split between smartphones and laptops as primary social media devices
                                                                                                                              • Figure 31: Hardware used most often to access social media, by gender and age, March 2014
                                                                                                                            • Smartphones rise in prominence as supplemental social media devices
                                                                                                                              • Figure 32: Hardware also used to access social media, by gender and age, March 2014
                                                                                                                            • Nearly one third of daily YouTube visitors use smartphones
                                                                                                                              • Figure 33: Hardware used most often to access social media, by visits to social media sites daily, March 2014
                                                                                                                            • Mobile device users and brand engagement
                                                                                                                              • Figure 34: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
                                                                                                                              • Figure 35: Interaction with companies/organizations on social networks – Advertisements, by device used most often to visit a social media site, March 2014
                                                                                                                          • Interaction with Companies/Organizations on Social Networks

                                                                                                                            • Key points
                                                                                                                              • Terms of engagement with companies and organizations
                                                                                                                                • Figure 36: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                              • Frequent social media users more likely to respond to social advertising
                                                                                                                                • Figure 37: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                • Figure 38: Source of product or company information by degree of social media usage, March 2014
                                                                                                                              • The presence of children in household increases tendency to interact with companies on social media
                                                                                                                                • Figure 39: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
                                                                                                                              • Types of websites visited for product and company information
                                                                                                                                • Figure 40: Interaction with companies/organizations on social networks – Any use, by gender and age, March 2014
                                                                                                                              • Types of information used for product and company research
                                                                                                                                • Figure 41: Interaction with companies/organizations on social networks, March 2014
                                                                                                                              • High brand engagement increases tendency to conduct thorough research
                                                                                                                                • Figure 42: Interaction with companies/organizations on social networks, by interaction with companies/organizations on social networks, March 2014
                                                                                                                              • Independent and promoted customer reviews perform well across generations
                                                                                                                                • Figure 43: Types of websites visited for product and company information, by gender and age, March 2014
                                                                                                                              • Responses to company social media activity
                                                                                                                                • Figure 44: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                            • Use of Social Media in the Path to Purchase

                                                                                                                              • Key points
                                                                                                                                • Social media’s value beyond direct conversions
                                                                                                                                  • Figure 45: Use of social media in the path to purchase, by gender and age, March 2014
                                                                                                                                • Social media’s influence on product research and purchases
                                                                                                                                  • Figure 46: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014
                                                                                                                              • Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Asians spend the most time online and are most affected by the internet
                                                                                                                                    • Figure 47: Time spent on the internet for activities other than email, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                    • Figure 48: Consumers’ internet research habits, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Asians are the most receptive to social advertising, Blacks most likely to follow companies
                                                                                                                                    • Figure 49: Consumer reactions to social media content, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Blacks and Hispanics are highly active on social media
                                                                                                                                    • Figure 50: Frequency of using social media, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                  • Hispanics more receptive to branded social media interaction and advertising for product information
                                                                                                                                    • Figure 51: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                  • Hispanics more likely than non-Hispanics to use social media for product information
                                                                                                                                    • Figure 52: Brand and product research habits – product descriptions, by race/Hispanic origin, March 2014
                                                                                                                                  • Hispanics most likely to reach out to companies
                                                                                                                                    • Figure 53: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                • Consumer Segmentation

                                                                                                                                    • Degrees of social engagement: Heavy, moderate, and light social media users
                                                                                                                                      • Figure 54: Degree of social media usage, by age, March 2014
                                                                                                                                    • Frequent social networkers are more active across the internet
                                                                                                                                        • Figure 55: Degree of social media use by daily website visitation, March 2014
                                                                                                                                      • Social media influence on purchases declines significantly with low usage
                                                                                                                                          • Figure 56: Use of social media in path to purchase, by degree of social media usage, March 2014
                                                                                                                                        • Infrequent social media users and brand engagement
                                                                                                                                          • Figure 57: Types of social media interactions, by degree of social media use, March 2014
                                                                                                                                        • Infrequent networkers likely to interact with friends on social media
                                                                                                                                          • Figure 58: Types of websites visited for product and brand information by degree of social media use, March 2014
                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Figure 59: Incidence of social media usage, by age, April 2013-December 2013
                                                                                                                                          • Figure 60: Incidence of social media usage, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                          • Figure 61: Incidence of social media usage, by household income, April 2013-December 2013
                                                                                                                                          • Figure 62: Incidence of social media usage, by moms with children in household, April 2013-December 2013
                                                                                                                                          • Figure 63: Frequency of using social media, by age, April 2013-December 2013
                                                                                                                                          • Figure 64: Frequency of using social media, by moms of children under age 18
                                                                                                                                          • Figure 65: Interest in following media on social networks based on type, by age, April 2013-December 2013
                                                                                                                                          • Figure 66: Interest in following media on social networks based on type, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                          • Figure 67: Interest in following media on social networks based on type, by social media/networking websites-how often, April 2013-December 2013
                                                                                                                                        • Social media usage habits and opinions
                                                                                                                                          • Figure 68: Social media usage habits and opinions, by household income, April 2013-December 2013
                                                                                                                                          • Figure 69: Social media usage habits and opinions, by gender and age, April 2013-December 2013
                                                                                                                                          • Figure 70: Social media usage habits and opinions, by social media/networking websites-how often, April 2013-December 2013
                                                                                                                                        • Frequency of purchases made as a result of internet advertising
                                                                                                                                          • Figure 71: Frequency of purchases made in response to internet advertising, by age, April 2013-December 2013
                                                                                                                                          • Figure 72: Frequency of purchases made in response to internet advertising, April 2008-December 2013
                                                                                                                                        • Time spent on the internet
                                                                                                                                          • Figure 73: Time spent on the internet for activities other than email, by gender and age, April 2013-December 2013
                                                                                                                                        • Hardware used most often to access social media
                                                                                                                                          • Figure 74: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
                                                                                                                                          • Figure 75: Hardware used most often to access social media, by visits to social media sites daily..., March 2014
                                                                                                                                        • Social network usage
                                                                                                                                          • Figure 76: Social network usage, March 2014
                                                                                                                                          • Figure 77: Social network usage – Degree of interaction with companies, by visits to social media sites daily..., March 2014
                                                                                                                                          • Figure 78: Social network usage – User groups, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 79: Social network usage – User groups, by research, reviews, and influence, March 2014
                                                                                                                                        • Interaction with companies/organizations on social networks
                                                                                                                                          • Figure 80: Interaction with companies/organizations on social networks, by gender and age, March 2014
                                                                                                                                          • Figure 81: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 82: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                          • Figure 83: Interaction with companies/organizations on social networks – Any use, by presence of children in household, March 2014
                                                                                                                                          • Figure 84: Interaction with companies/organizations on social networks – Any use, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 85: Interaction with companies/organizations on social networks – Any use, degree of interaction with friends, March 2014
                                                                                                                                          • Figure 86: Interaction with companies/organizations on social networks – Any use, by degree of interaction with companies, March 2014
                                                                                                                                          • Figure 87: Interaction with companies/organizations on social networks – Independent customer reviews, by gender and age, March 2014
                                                                                                                                          • Figure 88: Interaction with companies/organizations on social networks – Independent customer reviews, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 89: Sources of product and brand information by social media usage habits
                                                                                                                                          • Figure 90: Interaction with companies/organizations on social networks, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 91: Interaction with companies/organizations on social networks, by presence of children in household, March 2014
                                                                                                                                          • Figure 92: Interaction with companies/organizations on social networks, by device used most often to visit a social media site, March 2014
                                                                                                                                          • Figure 93: Interaction with companies/organizations on social networks, by degree of interaction with friends, March 2014
                                                                                                                                          • Figure 94: Interaction with companies/organizations on social networks, by use of social media in the path to purchase, March 2014
                                                                                                                                        • Use of social media in the path to purchase
                                                                                                                                          • Figure 95: Use of social media in the path to purchase, by household income, March 2014
                                                                                                                                          • Figure 96: Use of social media in the path to purchase, by race/Hispanic origin, March 2014
                                                                                                                                          • Figure 97: Use of social media in the path to purchase, by presence of children in household, March 2014
                                                                                                                                          • Figure 98: Use of social media in the path to purchase, by device used most often to visit a social media site, March 2014
                                                                                                                                        • Social media and other websites visited daily
                                                                                                                                          • Figure 99: Websites visited daily, by device used most often to visit a social media site, March 2014
                                                                                                                                      • Appendix – Trade Association

                                                                                                                                        About the report

                                                                                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                        • The Consumer

                                                                                                                                          What They Want. Why They Want It.

                                                                                                                                        • The Competitors

                                                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                                                        • The Market

                                                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                        • The Innovations

                                                                                                                                          New Ideas. New Products. New Potential.

                                                                                                                                        • The Opportunities

                                                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                                                        • The Trends

                                                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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